DENVER—While beer companies might look to the Super Bowl to promote themselves, Udi’s Gluten Free Foods went to the Sundance Film Festival.

The Colorado-based company’s vice president of marketing, Denise Sirovatka, says Udi’s handed out 3,000 bags of goodies at Sundance and served gluten-free food to celebrities like William H. Macy, Lil Jon and AnnaLynne McCord, who has a gluten intolerance.

Sirovatka says the company’s tweets while it was at Sundance resulted in a 334 percent increase in engagement among its Twitter followers.

She says celebrities are like today’s royalty, and it was worth going to Sundance to promote its message that switching to gluten-free foods can be seamless and that those with a gluten intolerance aren’t alone.

Florida’s state social services agency investigated Nikolas Cruz’s home life more than a year before police say he killed 17 people at his former high school, closing the inquiry after determining that his “final level of risk is low,” despite learning that the teenager had behavioral struggles and was planning to buy a gun, according to an investigative report.